Analysis of Consumers’ Preferences for Melon Using the Conjoint Method

https://doi.org/10.22146/aij.v9i1.80861

Tiara Tannesha Hartono(1), Nafis Khuriyati(2*), Ibnu Wahid Fakhrudin Aziz(3)

(1) Universitas Gadjah Mada
(2) Universitas Gadjah Mada
(3) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Melon (Cucumis melo L.) is a fruit widely known by the people of Indonesia, including Yogyakarta Province, which has several variants such as C. melo var reticulatus, C. melo var. inodorus, and C. melo var. catalupensis. These variants have different characteristics that can be distinguished by color, aroma, peel texture, as well as their respective markets. To find out consumers’ preferences for melon, the conjoint analysis method is used. The results showed that consumers in traditional retail preferred melons with small size, orange flesh, strong aroma, very sweet taste, slightly meshy peel texture, and crunchy flesh texture. Meanwhile, in modern retail, they prefer variants with a large size, green flesh, strong aroma, very sweet taste, non-meshy peel texture, and crunchy flesh texture. Sky Rocket, Glamor, Golden Langkawi, and Mai 119 variants are suitable for traditional and modern retail. There are also other suitable variants for traditional retail, namely Cantaloupe and Roc Melon, while Honey Globe and Action 434 are suitable for modern retail.

Keywords


conjoint analysis; consumers’ preferences; melon

Full Text:

PDF


References

Alqoria, N. T., & Utaminingrum, F. 2021. Design of Melon Fruit Sweetness Detection System Using Gray Level Co-occurrence Matrix and Support Vector Machine (in Bahasa: Rancang Bangun Sistem Deteksi Kemanisan Buah Melon Menggunakan Gray Level Co-occurrence Matrix dan Support Vector Machine). Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer, 5, pp. 2472-2477.
Budiastuti, D., & Agustinus, B. 2018. Research Validity and Reliability: Analyze with NVIVO, SPSS, and AMOS (in Bahasa: Validitas dan Reliabilitas Penelitian : Dilengkapi Analisis dengan NVIVO, SPSS, dan AMOS). Jakarta: Mitra Wacana Media
Huda, A. N., Suwarno, B. W., & Maharijaya, A. 2018. Characteristics of Melon (Cucumis melo L.) Fruit at Five Stadia of Maturity (in Bahasa: Karakteristik Buah Melon (Cucumis melo L.) pada Lima Stadia Kematangan). Jurnal Agroland, 26(1), pp. 298-305. Doi:10.22487/agrolandnasional.v26i1.733.
Kotler, P., & Keller, K. L. 2016. Marketing Management 15e Global Edition. Pearson. Harlow.
Leonardo. 2017. Comparative Application of Conjoint Analysis to Identify User Preferences in Architectural Research (in Bahasa: Perbandingan Penerapan Conjoint Analysis untuk Menemukenali Preferensi Pengguna pada Riset Arsitektur). Kreasi, 2(2).
Luo, D., Pan, X., Zhang, W., Bi, S., & Wu, J. 2022. Effect of Glucose Oxidase Treatment on The Aroma Qualities and Release of Cooked Off-odor Components from Heat-treated Hami Melon Juice. Food Chemistry, 371. Doi:10.1016/j.foodchem.2021.131166.
Makful, Hendri, & Sahlan. 2017. Evaluation of Two Candidate Superior Varieties of Melon (in Bahasa: Evaluasi Dua Calon Varietas Unggul Melon). Jurnal Hortikultura, 27(2), pp. 185-194. Doi:10.21082/jhort.v27n2.2017.
Malhotra, N. K. 2004. Marketing Research, An Applied Approach Indonesian Edition (In Bahasa: Riset Pemasaran, Pendekatan Terapan Edisi Bahasa Indonesia). Jakarta. Indeks Kelompok Gramedia.
Nurrahmah, A., Rismaningsih, F., Hernaeny, U., Pratiwi, L., Wahyudin, Rukyat, A., . . . Setiawan, J. 2021. Introduction to Statistics 1 (in Bahasa: Pengantar Statistika 1). Bandung: Media Sains Indonesia.
Rosita, E., Hidayat, W., & Yuliani, W. 2021. Validity and Reliability Test of Prosocial Behavior Questionnaire (in Bahasa: Uji Validitas dan Reliabilitas Kuesioner Perilaku Prososial). Fokus, 4(4).
Saputra, H. E., Salamah, U., Herman, W., & Mustafa, M. 2021. Fruit Performance of 26 Melon (Cucumis melo L.) Genotypes in Axis Hydroponic Cultivation System (in Bahasa: Keragaan Buah 26 Genotipe Melon (Cucumis melo L.) pada Sistem Budidaya Hidroponik Sumbu). Jurnal Ilmu-Ilmu Pertanian Indonesia, pp. 61-65. Doi:10.31186/jipi.23.1.
Singarimbun, E., & Effendi. 1995. Survey Research Methods (in Bahasa: Metode Penelitian Survey). Jakarta: Pustaka LP3ES
Siyoto, S., & Sodik, M. A. 2015. Basis of Research Methodology (in Bahasa: Dasar Metodologi Penelitian). Sleman: Literasi Media Publishing.
SNI. 2013. Indonesian National Standard (In Bahasa: Standar Nasional Indonesia) 7783:2013 (Melon). Retrieved from FDOKUMEN: https://fdokumen.com/document/standar-nasional-dengan-sni-7313-103-melon-harus-memenuhi-syarat-dibawah-batas.html. Accessed on March 17th 2022.
Sudaryono. 2016. Educational Research Methods (in Bahasa: Metode Penelitian Pendidikan). Jakarta: Kencana.
Sugiharti, L., Farihah, E., Hartadinata, O. S., & Ajija, S. R. 2021. Multivariate Statistics for Economics and Business Using SPSS Software (in Bahasa: Statistik Multivariat untuk Ekonomi dan Bisnis Menggunakan Software SPSS). Surabaya: Airlangga University Press.
Wang, L., Xu, Y., Lee, H., & Li, A. (2022). Preffered Product Attributes for Sustainable Outdoor Apparel: A Conjoint Analysis Approach. Sustainable Production and Consumption Vol. 29, pp. 657 - 671. Doi:10.1016/j.spc.2021.11.01.
Widayat. 2018. Multivariate Statistics (in Management and Business) (in Bahasa: Statistika Multivariat (Pada Bidang Manajemen dan Bisnis)). Malang: UMM Press.
Yusup, F. 2018. Test the Validity and Reliability of Quantitative Research Instruments (in Bahasa: Uji Validitas dan Reliabilitas Instrumen Penelitian Kuantitatif. Jurnal Tarbiyah: Jurnal Ilmiah Kependidikan, 11(1).



DOI: https://doi.org/10.22146/aij.v9i1.80861

Article Metrics

Abstract views : 1281 | views : 1107

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Tiara Tannesha Hartono, Nafis Khuriyati, Ibnu Wahid Fakhrudin Aziz

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.